Living in Phuket: Norbert Witthinrich Shares His Story with Bilan

Living in Phuket: Norbert Witthinrich Shares His Story with Bilan

By Norbert Witthinrich, CEO and Founder of SEA Property Group, Personality of the Year 2026

TL;DR

The Swiss business magazine Bilan featured Phuket as a new home for expats in its September 2026 luxury issue, and I was glad to share my view. In short: Phuket's growth truly accelerated after Covid, especially from 2021 to 2024. Today people come from Europe, the United States, the UAE, Australia and beyond, many live here all year and work remotely, and Bang Tao on the west coast is where much of this new life is happening. If you dream of this life, SEA Property is here to help you find your place in it.

When the Swiss business magazine Bilan wanted to talk about Phuket, I said yes with a big smile. This island has been my home since the 2000s, and I still fall in love with it a little more every year.

In its September 2026 luxury issue, journalist Killian Cogan wrote about how Phuket is becoming an eldorado for expats, a place where people from all over the world now choose to live, not only to visit. I was proud to share my view in that story. Today I want to share it with you too, in my own words.

Phuket's Growth Took Off After Covid

This is what I told Bilan: "Luxury real estate has existed in Phuket for many years, but the real acceleration began after Covid, particularly between 2021 and 2024."

We felt this energy every day at SEA Property. More and more of the people we met were not looking for a holiday home. They were looking for a home.

The numbers share the same story. Karlo Pobre of Colliers Thailand told Bilan that Phuket's condominium supply is expected to reach around 74,700 units by the end of 2026, more than double the roughly 33,900 units of 2019, with most of them in the upscale segment. For Phuket, this growth brings new homes, more choice and more opportunities for the people who live and work here.

A Truly International Island

Bilan described what I call the "internationalisation" of our market. Here is how I put it:

"When I settled in Phuket in the 2000s, most buyers were expats living in Asia, or European retirees buying a second home for the winter. Today, we have buyers from Europe, the United States, the United Arab Emirates, Australia and elsewhere, who live on the island all year round and work remotely. They are generally between 40 and 50 years old."

This is the part of the story I love most. Phuket is a place where people in the heart of their lives and careers build a full life, all year long. They bring their families, their businesses and their ideas, and they become part of the island.

For families, Bilan counts around twenty international schools on the island, a beautiful sign of how many children now call Phuket home.

Bang Tao and the West Coast: Where the Story Comes Alive

Bilan's story begins in Bang Tao Bay, on the northwest coast, right beside our home in Cherng Talay. It is one of my favourite Phuket stories. In 1984, the Singaporean entrepreneur Ho Kwon Ping acquired a disused tin mine of almost 600 hectares here. He cleaned the land, planted trees and turned the old mining pits into lagoons. The first hotel opened in 1987, followed by Banyan Tree Phuket and the Laguna Phuket residences in 1994, as Bilan recounts.

Today, Bang Tao offers homes beside the lagoons, a few hundred metres from a 3 kilometre white sand beach on the Andaman Sea, with wellness centres offering longevity care, golf courses, fine dining and beach clubs close by.

And the west coast keeps giving. Layan has its quiet beauty, Kamala its relaxed charm, Patong its energy. Every corner of the island is part of one life, and it keeps getting easier to enjoy them all.

Why People Choose Phuket for the Long Term

Bilan asked me what draws people here besides the beautiful setting. My answer included two things people do not always say out loud: geopolitical uncertainty and tax considerations.

In a world that keeps changing, many people want a home base that feels calm and welcoming. Thailand also offers specific tax benefits for investors and digital nomads, as Bilan reports. Every situation is personal, so we always recommend speaking with a qualified tax adviser before you decide.

But if you ask me what keeps people here, the answer is simple. Phuket is full of life. A morning swim, a round of golf, a wellness session, a sunset dinner by the sea, a weekend sailing to the islands. You never get bored here, and you can have the life you want.

What This Means for Phuket Real Estate

Here are three trends I see shaping the years ahead:

Growth like this is also a responsibility. Phuket's nature and its people are what make this island special, and we believe the best developments are the ones that care for both.

How SEA Property Can Help You Find Your Home in Phuket

At SEA Property, we are a family, and Phuket is our home. For more than 27 years, we have helped people from all over the world find villas, condos and beachfront homes across the island, from our base in Cherng Talay.

This October, our team was honoured with two Dot Property awards, Best Luxury Property Agent (Phuket) and Best Luxury Property Sold Agent (Phuket), and I was humbled to be named Personality of the Year 2026. These moments belong to our whole family, and to every client who trusted us along the way.

We are glad to deliver great things to you: clear guidance, trusted local knowledge and a team that walks with you from your first viewing to your first sunset on your own terrace.

If Bilan's story made you dream a little, come and see Phuket with us. Visit SEA Property and let's find your place on this island together.

With love from Phuket,

Norbert Witthinrich

SEA Property’s Phuket office, located near Boat Avenue in Cherngtalay, welcomes clients looking for trusted relocation, investment, and property services.